When designing interfaces, we tend to find a way to encourage action, or get data, or keep people on the site or app. Yet people are very good at avoiding mousetraps and finding loopholes. Gathering data is easy, but getting accurate and useful data has never been more difficult — unless your users are already using your service for a while.
How often have you dismissed a modal before even reading what it says? Have you ever blocked a site forever because it was sending you push notifications? Have you ever turned off your ad-blocker or installed an app if a site asked you to do so on the very first visit? Do you also type fake emails and phone numbers when signing up for airport Wi-Fi? And do you remember the last time the interface told you that your shipping address is wrong, but you knew it was right because you actually have been living there for years?
In this session, we’ll look into some of the common behaviour, usage patterns and nightmares that only few customers will admit in user interviews. These patterns have a dramatic impact on the quality of our data, leads and conversion. We’ll explore better ways of asking the right questions, in the right order and at the right time — to get a positive and valuable outcome as a result. Beware: you might not be able to fall asleep after that session!
About the speaker
Vitaly loves beautiful content and does not give up easily. Born in Minsk, Belarus, he studied computer science and mathematics in Germany. While writing algebra proofs and preparing for software engineering at nights in the kitchen, at the same time he discovered passion for typography, interface design and writing. After working as a freelance designer and developer for 6 years, he co-founded Smashing Magazine back in 2006, a leading online magazine for designers and developers. His curiosity drove him from interface design to front-end to performance optimization to accessibility and back to user experience over all the years.
Vitaly is the author, co-author, and editor of all Smashing books, and a curator of all Smashing Conferences. He is a creative lead of Smashing Magazine and front-end/UX consultant in Europe and abroad, working with the European Parliament, Haufe-Lexware, Axel-Springer, and a few other companies.
